摘要:超级市场(supermarket,以下简称超市)作为一种成熟的零售商业模式,其竞争焦点正逐渐由单纯的商品和价格竞争向争取关键顾客转移。然而,目前我国超市仍普遍采取无差异化的目标市场策略,缺乏对顾客的必要区分和对关键顾客的有效识别。面对外资超市的大举进入,我国超市面临着严峻的生存危机,差异化营销成为我国超市企业迎接新形势下挑战的必由之路。本文从优化配置营销资源的角度探讨我国超市的差异化营销发展之路。
关键词: 超市; 优化配置; 营销资源; 差异化营销
Supermarkets in China to explore how to optimize the allocation of marketing resources to achieve marketing differentiation
Abstract: Supermarkets (supermarket, hereinafter referred to as the supermarket) as a mature retail business model, the focus of competition is gradually from simple commodity prices and to compete for the transfer of key customers. However, China''s supermarkets are still generally no difference in the objectives of marketing strategy, lack of the necessary distinction between customers and key customers to identify effective. In the face of foreign capital into large-scale supermarkets, and supermarkets in China is facing severe crisis, the differences become the marketing of supermarket business to meet the challenges of the new situation the only way. This article from the optimal allocation of marketing resources to explore our differences in supermarket sales of development.
Key words: Supermarket; optimal allocation; marketing resources; differentiated marketing
一、引言
超市作为一种现代零售商业模式,在我国经过20多年的发展,已经日趋成熟并逐渐成为我国零售业的生力军。当前超市发展呈现出规模扩大化、商品综合化、服务多元化、组织集团化(连锁化)以及经营国际化的特点,其竞争重点也随之逐渐转移到如何在有限的商圈内,吸引和保留尽可能多的具有高度忠诚,能为企业贡献利润的关键顾客,超市竞争优势的取得很大程度上取决于超市充分利用有限的营销资源,吸引和保留尽可能多的关键顾客的能力。本文通过对我国超市营销的现状介绍与分析,从营销资源的优化配置角度探讨我国超市的差异化营销问题。